Building on the earlier session, Doug and Kyle will walk you through a framework and tactical tips on how to build, implement, and nurture a revenue-centric culture at your company. Speaker: Doug Landis, Growth Partner at Emergence Capital;

1. The Revenue Culture: The New Customer Focused
Approach to Growing Your Business!
Doug Landis
Growth Partner, Emergence Capital

2. 17 years ago …

3. 2002 2019

4. The customer engagement process was very linear
Marketing
• Awareness
• Consideration
Sales & Sales Ops
• Define
• Prospect
• Purchase
• Process
Support
• Implementation
• Service

5. Since SaaS, customer engagement is constant & dynamic
Customer
Consider
Engage
Convert
ImplementAdopt
Renew
Awareness
Marketing
Sales
Customer
Success

6. Slide title goes here!
Content goes here!
6

7. Which roles are responsible for driving revenue?

8. Every role in the company should be focused on Revenue
Product
Engineering
Finance
HR
Board
Advisors
Partners
Customer
Consider
Engage
Convert
ImplementAdopt
Renew
Awareness
Marketing
Sales
Customer
Success

9. So what does this mean for Product, Engineering,
Marketing, Sales, & Customer Success?

10. Why Me?

11. Spent 15 years helping Google, Salesforce.com &
Box scale & grow from $’s to IPO

12. Now I spend my time working with our portfolio
companies helping them to scale and grow from
$1M in ARR to IPO

13. So what does it take to build a Revenue Culture
in your organization?

14. The Revenue Culture:
A new way to think about Product, Engineering Marketing,
Customer Success & Sales by taking a long-term, customer
focused approach to your business!

15. 15
Incentives Drive Behaviors
We need to think about how we
incentivize all parts of the business
to be long term, customer focused.

16. How do we modify the incentive structures for different parts
of the organization to ensure everyone is focused on the end
game / the customer?

17. 70% of Product / Engineering
have NEVER met with a single customer!

18. It’s time to Discuss!

19. How do we help product / engineering become more revenue focused?
? ? ??

20. How do we help product / engineering become more revenue focused?
Create a
Feedback
Loop from
Sales, CS,
Marketing!
Give them
something to
connect to!!
Bonus
them on
product
utilization!
Monthly Meetings
w/ Customers
Prospects!

21. Create a list of your top 20 most important logos that your company
wants to work with over the next 3 years … then share this with the
entire company and celebrate as a company when you win one of
these deals.

22. How do we help Marketing become more revenue focused?
? ? ??

23. How do we help Marketing become more revenue focused?
Creating
content & a
strategy for
‘opportunity’
marketing
Incenting
Marketing for
closed business ie
(new & upsells)
Create a
bonus for
customer
advocates!
Moving beyond
the Top of the
Funnel (MQL’s)

24. What about Customer Success?

25. Customer Success can have the biggest impact in driving Revenue!!
Customer
Consider
Engage
Convert
ImplementAdopt
Renew
Awareness
Marketing
Sales
Customer
Success

26. 15 years ago CS didn’t exist
instead we just had
Technical Support

27. How do we help Customer Success become more Revenue focused?
? ? ??

28. How do we help Customer Success become more Revenue focused?
Build a Key
CSM Team
Train,
Train Train
Give them
a number
Shift their
Focus

29. Trust or revenue are not mutually exclusive … The
prerequisite for revenue retention and expansion is driving
successful, customer, product adoption and business
value realization.

30. What about Sales?

31. How do we help Sales become more Revenue focused?
? ? ??

32. How do we help Sales become more Revenue focused?
Build tighter
relationships
with CS!
Provide better
feedback to
marketing &
product!
Focus on
the long
term!
Give them a
churn #

33. Your first deal is rarely your biggest … A big deal is usually
the 2nd, 3rd, 4th and 5th deals … these are the deals that
get you wall to wall adoption because no one buys
everything in the first transaction!

34. Customer-Centric, Revenue Culture Companies align the
operations and interests of the company with its
customers and its employees.

35. Question to ask yourself ….what have you done today to
change the life of one of your customers … CUSTOMERS!

36. “A satisfied customer is the best business strategy of all.”
Michael LeBoeuf
Author of Working Smart

37. Thank you!
@douglandis
doug@emcap.com